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TADSummit Asia 2019, Richard Im, Apigate. Apigate’s Journey from In-house Initiative to Global Powerhouse


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To remain competitive in the digital transformation context, telcos are leveraging on APIs to increase their agility and the efficiency of their products and services with which they adapt to the technological revolution. Consumers are expecting telco services to be embedded in a range of platforms and by opening up services for reach, engagement and monetisation, telcos are capitalising on this business opportunity to maintain its relevancy.

Richard Im from Apigate will be sharing on Apigate’s transformative journey; as inhouse initiative which is continuously evolving from its primary focus in enhancing the performance of Axiata OpCos to becoming a revolutionary solution that stretches out to the emerging digital markets. With the consolidation of 2 businesses – ApigateMint & ApigateAXP – Apigate has created an integrated platform that provides payment solutions and rich adjacent services to enable MNOs to digitise. We have a suite of educational and enablement programmes – ApigateGO with the main objective to gather early stage companies, developers and students to the API economy to elevate the awareness of APIs alongside its benefits; henceforth increasing adoption.

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TADSummit Asia 2019, Richard Im, Apigate. Apigate’s Journey from In-house Initiative to Global Powerhouse

  1. 1. BE FUTURE READY NOW Born out of Telco. Bred for the Cloud. Build to Last.
  2. 2. The Apigate Journey Started as an internal experiment 2012-2017: • Explore Product / Market fit • Mobile-first / mobile-only environment • Focus on Axiata OpCos EXPERIMENT INCUBATION 2
  3. 3. We accelerate MNOs journey to generate revenue 81% of telco executives say platform-based business models will be core to their growth strategy within three years. This could be two years too late! From Digitization to Monetization
  4. 4. 58 1.64 0.10 1.00 10.00 100.00 0.0 0.5 1.0 1.5 2.0 2.5 3.0 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Cost/GB Index (LHS) DL BW Index Data ARPU Index … Data/BW Driver Data ARPU Growth Index Data Unit Price & Cost Index ?Price Drop 3 years ahead Consolidation (& NetCo) Convergence (& New Technologies) Cost Restructuring Digitization WALK & TALK SIT & PLAY DIGITAL NATIVE: DIGITAL CONSUMPTION X DIGITAL ENTERPRISE Notes: Applies Nielsen’s Bandwidth Law driven by AR/VR, UHD, 5G and IoT; Data Pricing and ARPU analysed using Malaysia operator data 2012-15 Data Bandwidth and Usage Growth Index Time is already running out.
  5. 5. We are here to help Feedback from the CXOs Interoperability Growth Profitability CFO CEO CM O CD O Attrition Antique Infrastructure CIO Digital Trust CTO CsO Data Security
  6. 6. Journey to Nowhere DCB APIs Mobile Network Operators (MNOs) ICPs need to partner with multiple API providers, in each geography/country Point Solutions Fragmented API Layer Non-MNO Specific API Management players MNOs need help with digitization Messaging/Voice API Internet Content Providers (ICPs) & Merchants
  7. 7. Telco Disintermediation in a Fragmented Landscape Point Solutions Integration Layer MNOs need help with digitization Enterprise IAM solutions heavily customized for quad play CSPs API Management Layer Integration Layer Non-MNO Specific API Management players Mobile Network Operators (MNOs) Telco & IT Assets ApigateMINT ECO System Identity & Access Management Layer
  8. 8. AXP ApigateAXP : The Acceleration Platform for Digitization Digital Layer Digital Touchpoint Internal Application and Services Microservices Ecosystem Driven Agile/Interactive/ Test in market INTERNAL DEVELOPERS INTERNAL GATEWAY EXTERNAL GATEWAY MOBILE INTERNET GATEWAY Internal access only Multiple teams approving Reduce innovation cost 1,000s of APIs External Partners Monetizable APIs Built-in Sandbox Billing & Charging module 10s of APIs GSMA Compliant Mobile Connect Powerful Analytics Dashboard Traditional Telco Technology Layer Core Network and IT System Vendor Driven - CRs Waterfall SI PartnersOEM Partners
  9. 9. WSO2 Technologies Enterprise Integration Connectors Payments Wallet Aggregation DCB OSS / BSS 1000+ Web Service Connectors USSDSMPP Diameter Extensions Custom Workflows Custom Billing Custom Analytics MobileConnect Integration Pre-built Integration for Connection to the Apigate Hub Ecosystem Back Office CRM Billing Telco-Specific Connectors Built on WSO2 Location-Based ““ API Managemen t Stream Processing Identity & Access Management OpenSource → Low Implementation Risk → Modular → Scalable → Solves Complex Integrations → Saves Time and Money Built upon tried, tested and proven technology
  10. 10. ONE PLATFORM CONNECTED TO 110+ MNOs AND REACHING OVER 3.5B MOBILE USERS Rapid Digitization Enable New Services and Business Model Top-Tier Content Monetization Targeted Acquisition Anti Fraud Digital Trust Global Reach Increased Conversion/ Retention We enable Digital Merchants to find the right customer at the right time and the right place We enable MNOs to unlock new sources of revenue
  11. 11. Why games? • “We expect that consumer spend on games will grow to $180.1 billion by 2021, a CAGR of +10.3% between 2017 and 2021” – Yoozoo •“mobile gaming is bigger than Hollywood” • “….It is estimated that the worldwide box office revenue will reach 38 billion U.S. dollars in 2014 top nearly 46 billion U.S. dollars in 2018” - PricewaterhouseCoopers
  12. 12. DIRECT CARRIER BILLING If APAC is largely unbanked with one of the lowest credit card penetration region in the world and almost 100% mobile phone penetration WHY isn’t Direct Carrier Billing the preferred mode of payment Challenge with Direct Carrier Billing Poor user experience Poor conversion rate • Drop out due to high payment friction in experience • Very high percentage of transactions fail due to insufficient funds Hard to market and create awareness of Direct Carrier Billing availability Value chain is complicated with lots of parties involved Very little differentiation across the various Direct Carrier Billing providers
  13. 13. SMART acquisition THE COMPARISON Direct Carrier Billing providers vs. AnyPAY Direct Carrier Billing is not new and we have a long list of early adopter who championed this payment method eg: Boku, Bango, Codapay, Fortumo, DoCoMo Digital, Centili, TPay, MondiaMedia etc So why is AnyPAY different? Conversion Optimizer Apigate RUU - Authentication Apigate Armor – Fraud Protection Robust Payment API Apigate Stretch - Payment Continuity Coverage Contextual Communications
  14. 14. AnyPay : A Modern Monetization Suite Improve user experience, Lower Fraud, 2X Conversion, Increase Customer Satisfaction and Life-Time Value Multiple Payment Options: eWallet, Direct Carrier Billing, Merchant Credits, Vouchers, Carrier Bundling Fraud Targeting at the Source with Apigate Armor Single-Click Purchasing with Apigate RUU Real-Time Credit for payment continuity with Apigate Stretch to cover for insufficient Funds
  15. 15. Mobile Payments have 1% Conversion 1 % 100 % Initiate Identify Attempt Charge 20% request OTP 20 % Insufficient funds 95 % 1%100 % Landing on payment page End up transacting 14% of transactions are fraudulent!
  16. 16. ONE PLATFORM CONNECTED TO 110+ MNOs AND REACHING OVER 3.5B MOBILE USERS One Platform, One Contract, One Connection Wallet RUU StretchArmorDCB We enable Digital Merchants to find the right customer at the right time and the right place AnyPay We enable MNOs to unlock new sources of revenue
  17. 17. Fraud is Rampant in Mobile Networks 14% DIRECT CARRIER BILLING FRAUD RATE ApigateArmor iFrame Blocker Traffic Analyzer Rich Reporting ML Fraud Protection Stop fraud at the source ClickJacking or iFraming Security flaws Malware Bot
  18. 18. Why is Identity Authentication So Important? 86% users leave a website/application upon registration process 83% of mobile users are concerned about their privacy when accessing website and mobile apps 74% increased abandonment at e- commerce cart on mobile compared to web purchase 40% users forget password at least once a month Inherent users hesitation for fear of privacy breaches and ID theft on mobile Unsafe authentication 2FA via SMS is not considered as secure and is deprecated by USA NIST Biometrics alone is not enough as it is hackable
  19. 19. Friction leads to abandonment
  20. 20. Apigate RUU delivers One-Click Purchasing
  21. 21. What’s the technology behind RUU? Highly Secure Cost Effective ReliableEasy to Use
  22. 22. AnyPay Stretch ! Insufficient Funds!
  23. 23. Putting it all together: 2X Conversion with AnyPay Direct Payment Integration to AppStores
  24. 24. We deliver the right people at the right time in the right place! The new digital spice routes China United States Apigate existing customers Middle-East South-East Asia IndiaAfrica
  25. 25. Deployment Structure - Bizao PLATFORM Service Providers SMS USSDHE MCX DCB CRMLBS Wallet Digital Business enabler 120 million subscribers Single point of contact Exposes Payment and Billing APIs 1 Integration Enterprises developers telcos Lets partners & innovate Connect to Orange customers in 21 countries 21 Operators
  26. 26. ? Questions ? Questions